📌 Core Information
🔹 Job Title: Lifecycle & Engagement Marketing Lead Specialist/Director
🔹 Company: GXS Bank
🔹 Location: Singapore - OneNorth, Singapore
🔹 Job Type: Full-Time
🔹 Category: Marketing
🔹 Date Posted: April 11, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Supporting the Head of Marketing in building a young digital bank brand and customer base through lifecycle and engagement marketing strategies.
- Leading the design and implementation of thoughtful and impactful engagement campaigns and communications to nurture and generate deeper engagement and brand affinity.
- Understanding human behavior and optimizing for usage and engagement to drive frequency and breadth of activities with customers.
- Tracking app and campaign performance, identifying opportunities to test and improve, and developing new ways to connect with and activate various consumer segments.
ASSUMPTION: This role requires a strategic mindset, strong analytical skills, and a deep understanding of digital marketing and customer behavior to drive engagement and brand loyalty for GXS Bank.
📋 Key Responsibilities
✅ Designing and implementing lifecycle and engagement marketing strategies to generate ongoing product usage and support the bank’s vision to grow brand loyalty and equip customers with strong financial literacy.
✅ Managing day-to-day operations including campaign planning and execution, content development, maintaining communication calendars and timelines, and administration of marketing automation tools.
✅ Analyzing campaign performance and providing insights to improve future campaigns.
✅ Guiding and nurturing junior lifecycle teammates within the marketing team, and collaborating closely with internal teams to drive business goals and build a kick-ass brand.
ASSUMPTION: This role requires strong leadership, project management, and communication skills to effectively manage campaigns, teams, and stakeholders.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field. A relevant Master's degree would be an asset.
Experience: 5-7 years of experience in mid-senior marketing roles, with a focus on lifecycle marketing or engagement marketing. Client-side marketing experience is strongly preferred. Background in payments, financial services, consumer internet, FMCG, or in a CRM agency is a plus.
Required Skills:
- Proven experience in lifecycle marketing or engagement marketing, with a strong foundation in digital marketing.
- Strong understanding of communication fundamentals and customer segmentation.
- Good understanding of marketing technology and data analysis, with experience in Salesforce Marketing Cloud preferred.
- Strong team player with excellent communication skills and a belief in pushing boundaries and collaborating to make impactful and beautiful work.
- Eagerness to operate in an ever-changing, dynamic, highly competitive, and fast-paced environment.
Preferred Skills:
- Start-up experience.
- Experience with apps and other analytics platforms.
ASSUMPTION: Candidates with a proven track record in lifecycle marketing or engagement marketing, strong analytical skills, and a passion for driving customer engagement and brand loyalty will be well-suited for this role.
💰 Compensation & Benefits
Salary Range: SGD 120,000 - SGD 160,000 per annum (Estimated based on industry standards for the role, experience level, and location)
Benefits:
- Competitive benefits package, including health insurance and retirement plans.
- Opportunities for professional growth and development in a fast-growing startup environment.
- Flexible working hours and a dynamic, collaborative work environment.
Working Hours: Full-time position with standard office hours (Monday to Friday, 9:00 AM to 6:00 PM), with flexibility for remote work as needed.
ASSUMPTION: The estimated salary range is based on industry standards for a mid-senior marketing role in Singapore. The actual salary may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Financial Services
Company Size: 201-500 employees
Founded: 2022 (as a digital bank backed by Singtel and Grab)
Company Description:
- GXS Bank is a homegrown digital bank focused on using technology, data, and trust to design and provide innovative financial solutions that are accessible to more people and provide more value.
- The bank aims to challenge the status quo and grow as a one team, with a mission to make banking better for everyday consumers and small businesses.
Company Specialties:
- Digital banking
- Financial services innovation
- Customer-centric banking solutions
Company Website: https://www.gxsbank.com/
ASSUMPTION: GXS Bank is a young, fast-growing digital bank with a strong focus on innovation and customer-centric solutions. Its small-to-medium size allows for a more agile and dynamic work environment.
📊 Role Analysis
Career Level: Mid-Senior Level
Reporting Structure: This role reports directly to the Head of Marketing and may have supervisory responsibilities for junior lifecycle teammates within the marketing team.
Work Arrangement: On-site, with flexibility for remote work as needed.
Growth Opportunities:
- As GXS Bank continues to grow, there may be opportunities for the incumbent to take on more senior roles or expand their responsibilities within the marketing team.
- The dynamic nature of the startup environment offers ample opportunities for professional growth and development.
ASSUMPTION: This role offers a unique opportunity to shape the marketing strategy and customer engagement for a young, innovative digital bank, with potential for career growth as the company expands.
🌍 Location & Work Environment
Office Type: Modern, collaborative office space in OneNorth, Singapore
Office Location(s): Singapore - OneNorth
Geographic Context:
- OneNorth is a vibrant business park in Singapore, home to many tech startups and innovative companies.
- The office is easily accessible by public transportation and offers ample parking facilities.
- Singapore is a multicultural city-state with a thriving economy, offering a high quality of life and numerous leisure activities.
Work Schedule: Standard office hours (Monday to Friday, 9:00 AM to 6:00 PM), with flexibility for remote work as needed.
ASSUMPTION: The OneNorth location offers a dynamic and collaborative work environment, with easy access to amenities and public transportation. The multicultural nature of Singapore provides a diverse and enriching work experience.
💼 Interview & Application Insights
Typical Process:
- Online application and resume screening
- Phone or video screening with the HR team
- In-depth interviews with the Head of Marketing and other stakeholders
- Case study or presentation preparation and delivery
- Final round interviews with senior leadership
Key Assessment Areas:
- Marketing strategy and campaign planning
- Data analysis and interpretation
- Communication and presentation skills
- Cultural fit and alignment with company values
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience in lifecycle marketing, engagement marketing, and digital marketing.
- Prepare examples of successful marketing campaigns you've led or contributed to, focusing on their impact and the data-driven insights that informed your strategies.
- Demonstrate your understanding of GXS Bank's mission and values, and explain how your skills and experience make you a strong fit for the role.
ATS Keywords: Lifecycle Marketing, Engagement Marketing, Digital Marketing, Data Analysis, Customer Segmentation, Marketing Technology, Salesforce Marketing Cloud, Campaign Planning, Content Development, Performance Tracking, Brand Building, Financial Literacy, Start-up Experience
ASSUMPTION: The application process for this role is likely to be competitive, with a strong focus on assessing candidates' marketing expertise, strategic thinking, and cultural fit. Preparation and research will be key to success.
🛠️ Tools & Technologies
- Salesforce Marketing Cloud
- Marketing automation tools (e.g., Mailchimp, HubSpot)
- Analytics platforms (e.g., Google Analytics, Mixpanel)
- Project management tools (e.g., Asana, Trello)
ASSUMPTION: Familiarity with these tools and technologies is essential for success in this role, as they are used to manage campaigns, analyze performance, and collaborate with internal teams.
👔 Cultural Fit Considerations
Company Values:
- Innovation
- Customer-centricity
- Collaboration
- Agility
- Integrity
Work Style:
- Dynamic and fast-paced
- Collaborative and team-oriented
- Data-driven and analytical
- Adaptable and open to change
Self-Assessment Questions:
- Do you thrive in a fast-paced, dynamic environment and enjoy the challenge of operating in a startup-like atmosphere?
- Are you passionate about driving customer engagement and brand loyalty through innovative marketing strategies?
- Do you possess strong analytical skills and enjoy using data to inform your decision-making?
- Are you a strong communicator and collaborator, with the ability to work effectively with diverse teams?
ASSUMPTION: Candidates who are adaptable, data-driven, and passionate about driving customer engagement and brand loyalty will be well-suited to GXS Bank's culture and work environment.
⚠️ Potential Challenges
- The dynamic and fast-paced nature of the startup environment may require candidates to be adaptable and comfortable with change.
- The role may involve managing multiple projects and stakeholders, requiring strong project management and communication skills.
- The competitive nature of the digital banking landscape may necessitate continuous innovation and adaptation to maintain a competitive edge.
- The role may require candidates to work flexible hours, including occasional evenings or weekends, to accommodate campaign deadlines or events.
ASSUMPTION: Candidates should be prepared to navigate the challenges of a fast-paced, dynamic work environment and be comfortable with the demands of managing multiple projects and stakeholders.
📈 Similar Roles Comparison
- Compared to traditional marketing roles, this position places a greater emphasis on lifecycle marketing, engagement marketing, and data-driven decision-making.
- In the digital banking industry, this role is unique in its focus on driving customer engagement and brand loyalty through innovative marketing strategies.
- Career progression in this role may involve taking on more senior marketing roles or expanding responsibilities within the marketing team as GXS Bank continues to grow.
ASSUMPTION: Candidates should be aware of the unique aspects of this role and how it differs from traditional marketing positions, as well as the potential career growth opportunities that may arise as GXS Bank expands.
📝 Sample Projects
- Developing and executing a customer onboarding campaign to drive app adoption and engagement among new users.
- Analyzing customer data to identify segments with low engagement and developing targeted campaigns to re-engage these users.
- Collaborating with the product team to gather user feedback and inform the development of new features or improvements to existing ones.
ASSUMPTION: These sample projects illustrate the types of initiatives the incumbent may be expected to lead or contribute to, focusing on driving customer engagement and brand loyalty through data-driven marketing strategies.
❓ Key Questions to Ask During Interview
- What are the key priorities for this role in the first 90 days?
- How does this role fit into the overall marketing strategy for GXS Bank?
- What are the most significant challenges facing the marketing team, and how can this role help address them?
- What opportunities exist for professional growth and development within the marketing team?
- How does GXS Bank support work-life balance for its employees?
ASSUMPTION: These interview questions are designed to provide insight into the role's priorities, the marketing team's challenges and opportunities, and the company's commitment to employee growth and work-life balance.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through the following link: https://gxs.wd3.myworkdayjobs.com/GXS/job/Singapore-Singapore/Lifecycle---Engagement-Marketing-Lead-Specialist--Director_R-2025-04-101412
- Tailor your resume and cover letter to highlight your relevant experience in lifecycle marketing, engagement marketing, and digital marketing.
- Prepare examples of successful marketing campaigns you've led or contributed to, focusing on their impact and the data-driven insights that informed your strategies.
- Demonstrate your understanding of GXS Bank's mission and values, and explain how your skills and experience make you a strong fit for the role.
- Follow up with the HR team one week after submitting your application to confirm receipt and inquire about the next steps in the interview process.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
